Interesting language 'roughly 70%'. So is it around 70%, is it less and he's rounding up or, which seems unbelievable, he's rounding down when he says 'roughly'.
Given statements from 3 months, ago, this implies a further big drop in costs. Not impossible by any means with electronic goods, and particularly for an experienced manufacturer, but still on the impressive side of things.
If true, whether this refers to the rumoured 'slim' or the 'fat' current unit, if they are really dropping costs that fast then I'm sure they will make moves on price. Even allowing for the '10 year plan' time is running out for them to show some momentum, and they have to respond to the economic factors slowing demand.
Looking at their game releases, the obvious move, to maximise impact, would be to have PS3 drop, big titles launch and the Go to hit shelves. The combination would give them a big market awareness boost and likely drive a strong and potentially sustainable increase in baseline sales for the system.
In my experience, it's rare for a CEO to give widely incorrect figures, unless they're desperate or a crook it will come back to haunt them and will undermine their position - so if he say's around '70%' then I have to assume he means 'at least 65%' if not more.
Try to be reasonable... its easier than you think...
